MultiSport - Brand Voice

Putting mixed messaging into order.

Brand Communication & Tone of Voice + Illustration + Editorial and Book Design + Consultation & Supervision

Industry:

Corporate

Year:

2023

project info

Our partnership with MultiSport began with them reaching out to us with the task of working on their communication platform for 2023. Getting familiar with the brand’s goals, challenges, and communication history we’ve stumbled upon some inconsistencies, contradictions, and lack of clear brand voice which has led to a fragmented user experience and poor emotional connection with their core audience.

To bridge this gap we suggested going on a journey in search of their authentic self and uncovering their true voice. One that supports, educates, and inspires everyday people to find their connection with an active lifestyle.

We have initiated a collaborative process, inviting external experts to join our team. Nadya Shalicheva marketing specialist and storyteller Mariana Sabeva brought a solid know-how and unique perspective to the process. Through a series of discussions and a co-creation workshop, we have defined the guiding principles for an authentic brand voice and provided key tools and examples for effective brand communication.

This content was then implemented in the company's culture through booklets, posters and presentation materials that entered the lives of employees at different levels internally, helping to improve the quality of communication externally.

Process

The Tone of Voice workshops weren’t lectures, but rather a series of interactive sessions designed to pinpoint the essence of the Multisport brand together with the client. Through brainstorming exercises and discussions, we explored MultiSport’s values, target audience, and goals, and gained a better understanding of their personality. By creating a strongly collaborative process we gained key insights into the client's perspective all the while fostering a deeper understanding and buy-in from their internal teams.

Ideas Into Action

We wanted to integrate these guiding principles into the MultiSport team's everyday office life.

Producing a physical book with the brand voice was essential to get everyone on board and stress the importance of infusing these ideas into the company's external communication.

To make these "brand new - old" ideas more prominent we also printed out a series of posters, installed some interior graphics, and powered some keynote sessions to highlight the most prominent concepts at the core of the MultSport brand.

“We’ve always had brand values, but before our work with FourPlus we didn’t have a clear brand voice to guide all of our communication. Now we have something that all of our team members can access, understand and unify their perspectives.”

Alicia Lubenow
Marketing Manager, МultiSport Bulgaria

Credits:

Creative Direction: Ivaylo Nedkov
Graphic Design: Dayana Dorosieva / Ivaylo Nedkov
Book Design: Dayana Dorosieva
Animation: Rumena Petrova / Vesela Karapetrova
Client Service: Vera Schwartz / Victoria Grigorova

Pre-Press Production: Kiril Velchev
Storytelling: Nadya Shalicheva